How to Utilize Influencers in Your Digital Marketing Strategy

How to Utilize Influencers in Your Digital Marketing Strategy

To create an effective influencer marketing campaign, you need to work with the right team of influencers. But where exactly do you find great influencers and how do you incorporate them into your marketing campaigns? Well, you have more freedom and flexibility than you think! 

At one time, influencers were limited to celebrities and a few bloggers. Today, many people are influencers. As long as you choose someone who has a strong following and the power to influence people’s decisions, you can add them to your influencer list. 

Why is Influencer Marketing Important? 

Influencers have strong followings that trust and value their opinions. What distinguishes influencers from other celebrities is that they have a strong rapport with their fans. They use social media to establish connections and gain trust. Therefore, when an influencer recommends a product or service, their community is likely to listen and heed their advice. 

Here are some advantages to having an influencer marketing campaign: 

  • Reach a wider audience 
  • Develop greater brand awareness
  • See more engagement from leads 
  • Support your content strategy 
  • Offer more value to your audience 
  • Drive relevant traffic to your site 

Where Can I Find Influencers? 

Finding the right influencers deserves special attention, as the people you work with will either make or break your campaign. Be clear about what you want from an influencer. What characteristics do they have? Are they creative and engaging? Are they relevant to your brand? Is their audience engaged? 

Below are some ways you can identify influencers in your niche: 

  • Search for branded hashtags to find relevant content 
  • Search for relevant hashtags, especially if you’re not an established brand yet 
  • Use marketing tools like HootSuite or BuzzSumo to identify influencers 
  • Choose influencers that are authentic, active on social media and relevant to your customers 
  • Reach out to influencers and get to know them 
  • Track your campaigns and keep a list of active influencers 

How Can I Use Influencers in My Digital Marketing Campaigns?

Once you have a few influencers you want to build a relationship with, the real work begins! Make sure all of your campaigns follow the rules. In the United States, these rules come from the Federal Trade Commission (FTC). For example, the FTC expects influencers to identify sponsored posts. You can do this in a variety of ways, such as by using #ad or #sponsored in your hashtags. 

With that out of the way, here are some ways to utilize influencer marketing. 

Sponsored posts 

Sponsored posts are posts that you pay influencers to create for you. They are one of the easiest ways to build partnerships. These posts can be simple and include a few lines of content related to your product. Or, the influencer may tell a story about themselves and how your product was able to help them. 


Everyone loves the opportunity to win something for free! That’s why contests work great for influencer marketing. With this strategy, you send out your products to an influencer who then organizes a giveaway contest. This is a great way to build brand awareness and gain new followers. We highly recommend this approach if you have a new product to launch. 

Branded content 

You can also feature influencers in your content for an added boost. The content is created and published by you, but because it includes a well-known influencer, you can drive more traffic to it. It may even go viral! Branded content is an effective way to reach a new audience while promoting your products and services. 

Product reviews 

Another way to work with influencers is by asking them to review your product. People trust customer reviews and use them to make informed purchase decisions. Therefore, getting more honest reviews is an excellent way to build trust, boost sales and increase conversions. If the reviews aren’t entirely positive, use this opportunity to improve your offerings. 

Build brand representatives 

Over time, influencers can grow into brand ambassadors. To do this, provide your influencers with a custom link or code that they can share with their audience. For each conversion, pay them a small percentage. These campaigns are worth it because you can effectively increase conversions and sales among a highly targeted audience. 

Getting noticed on social media is made easier when you have a strong team of influencers. Do your research and use the available tools to identify good influencers in your niche. Before long, you’ll have a robust team of people to work with when promoting your brand and services.

Author: Cassandra Boyce

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